Defining Multicultural Marketing

What is Multicultural Marketing?

As diversity continues to increase in the United States, your target audiences’ culture must be incorporated into your overall marketing strategy to maximize your marketing campaigns’ effectiveness. Multicultural marketing encompasses the culture of your target audience including their language, traditions, customs, and beliefs. Your audiences’ culture tends to heavily influence their perception of your brand and products.

“Multicultural Marketing is more than just numbers and speaking the language. It is about speaking the culture which is defined by the people, their deeply rooted history, and reality.”

— Kooltura Marketing

Culture is deeply rooted in our society and it shapes our daily lives. Multiple studies have proven culture matters in determining how people will perceive a specific message or advertisement. As marketers, we must keep in mind we are communicating with a group of people from all sorts of different cultural backgrounds. In other words, what makes sense in one culture, may not make sense in another.

If you are a business in San Jose, CA or the greater Bay Area who would like to remain relevant in this growing, diverse market, your organization must form real connections with multicultural audiences. Multicultural Marketing is more than just numbers and speaking the language. It is about speaking the culture which is defined by the people, their deeply rooted history, and reality. It is the type of cultural context that you can fully appreciate from being a part of the community.

Kooltura’s Approach to Multicultural Marketing

At Kooltura Marketing, our goal is to help build community connection and cultural insight that is essential to multicultural marketing. As a strategy, we incorporate research studies, data, and our own cultural experiences while working closely in culturally rich communities.